Consumers increasingly have cognitive focus on the mind

Wellbeing today is about much more than just physical health. People are increasingly seeking ways to support their cognitive health, too, with 66% of consumers globally now interested in cognitive health products.[1] As a result, demand for nootropics has been rising sharply: the global market is expected to grow at a CAGR of 17.5%[2] in 2022.

Nootropics are cognitive enhancers that can be incorporated into food, drink, and supplements to help improve cognitive functions, such as focus and memory. They usually combine ingredients that work in synergy to enhance cognitive performance, reduce stress and fatigue, and improve mood and productivity.

Gaming nootropics set to power-up the market

Nootropics are popular among several demographic groups, including busy professionals, students, athletes and, increasingly, gamers. Indeed, studies have found that nootropic products can help gamers by increasing energy, reducing anger, and decreasing errors while playing.[3]

As the gaming market has matured, its demographic profile has shifted away from the stereotypical teenage gamer to include older consumers with more disposable income. Greater numbers of female consumers are taking up gaming, too: for example, 42% of UK women said they played video games.[4]

New opportunities for nootropics across different formats

As many as 35% of UK gamers buy food and drink specifically for playing video games, rising to 55% for gamers aged 18 to 24.[5] Convenience is these gamers’ top priority, who look for easy-to-eat products, such as snacks, gummies, and beverages.

There are growing opportunities to add brain boosting benefits to functional drinks and tap into the growing consumer demand for convenience.[6] Many gamers are already purchasing drinks that can boost performance, like energy drinks, while playing.[7]

Nootropic drinks ready to make a splash

The percentage of global beverage launches featuring brain or nervous system claims has been steadily increasing over the last decade.[8] Mintel describes beverages as “the obvious conduit” for nootropics due to their ability to be digested more quickly than food, allowing them to boost the brain more rapidly.[9]

With the market still very much in the early development phase, nootropic drinks are being tipped for substantial growth. Specifically developed nootropic beverages for video game and eSports players are designed to help maintain peak performance by boosting cognition and mental focus, looking at on-trend ingredients and exciting product concepts.

Natural nootropic ingredients on trend

A report on the gaming nutrition market found that there is scope for greater innovation in gamer drinks, going beyond caffeine to explore further cognitive benefits.[10] The choice of natural ingredients with brain health benefits continues to grow and this is a dynamic field of research.

Prinova offers a selection of some of the most popular natural nootropic ingredients that offer scientifically backed brain benefits – for example improvement of memory or stimulation of mental activity. These ingredients include ashwagandha, ginkgo biloba, ginseng, curcumin, resveratrol, yerba mate, guarana, bacopa, and rhodiola. Lutein and zeaxanthin complete nootropics for gamers, by filtering eye-damaging blue light from the screen.^*

Vitamins & minerals with nootropics benefits

Nootropic drinks can also benefit from a wide range of vitamins and minerals to boost the brain and more. B-vitamins are considered as particularly important for brain health, while vitamin C plays a role in the synthesis of the neurotransmitter dopamine, as well as protecting the brain against oxidative stress.

Among the minerals, it is worthwhile to note that selenium and zinc are involved in various brain functions. Calcium and magnesium also have their place in nootropic beverages as they need to be present in the body to prevent excitability of the nervous system.^*

Prinova Europe: your ideal partner for nootropics

Prinova’s branded ingredients, bespoke premixes and on-trend formulations can set your products apart. We will work with you from start to finish to bring your ideas to life with our full range of product development services. Contact us now and we can help you to create the innovative nootropics products that today’s consumers want to see.

^{* Please note that nutrition and health claims are regulated in many markets, so the specific wording needs to be reviewed on an individual product basis.}

Sponsored by: 

References:

[1] ^{FMCG Gurus 'The Growing Importance of Cognitive Health' (2021)}

[2] ^{Nootropics Global Market Report 2022}

[3] ^{Tartar, J.L., Kalman, D., Hewlings, S. 'A Prospective Study Evaluating the Effects of a Nutritional Supplement Intervention on Cognition, Mood States, and Mental Performance in Video Gamers' Nutrients (2019)}

[4] ^{Game on: why fmcg is making a serious play for gaming and esports: https://www.thegrocer.co.uk/consumer-trends/game-on-why-fmcg-is-making-aserious-play-for-gamingand-esports/594736.article}

[5] ^{FMCG Gurus 'Convenience & Simplicity – Global' (2020)}

[6] ^{FMCG Gurus 'Convenience & Simplicity – Global' (2020)}

[7] ^{Newzoo '80% of Gamers Regularly Eat or Drink While Playing: Gamer Consumption Habits in North America, Western Europe & APAC' (2020)}

[8] ^{Mintel GNPD (2021)}

[9] ^{Mintel 'Nootropics are the future of functional drinks' (2020)}

[10] ^{Nutrition Integrated 'Gaming Nutrition – A Leap Into The Virtual World' (2021)}